On April 9, 2017, United Airlines flight 3411 to Louisville was held at the gate in Chicago while customer Dr. David Dao was forcibly removed from his seat and dragged off the plane by officers from the Chicago Department of Aviation. The first public response from the airline was a tweet the following morning from CEO Oscar Munoz, apologizing for needing to “re-accommodate” the passenger. Munoz updated and clarified his response to the incident over the weeks that followed, but people couldn’t help but question: How could an airline treat a customer so terribly? In this case, students explore the United processes and policies in place that led to the incident and consider how Munoz should position United to recover from this event.